A TRAVELERS’ BLUE NOTE
Byline: Brid Costello
PARIS — With its new Into the Blue fragrance, Parfums Givenchy aims to raise the cruising altitude of its travel-retail business. The scent, readying for an April worldwide launch, is Givenchy’s first destined solely for travel retail.
“We’ve never done [such] an exclusive before,” explained Alain Crevet, Parfums Givenchy president and chief executive officer of the women’s scent that is also meant to lure men. “Travelers are in a different mood [from regular shoppers], so we need to [offer something different to them] from what they find in department stores.”
The Givenchy travel-retail business rings up between 12 percent and 14 percent of the company’s overall sales, added Crevet. He explained that within 12 months that figure should rise to 15 percent.
Helping the spike should be Into the Blue, which industry sources estimate could generate more than $3 million in retail sales in its first year, after which it will be discontinued.
“We want to boost travel-retail sales by all means possible,” explained Pauline Dobbins, a Parfums Givenchy product manager. She said the fragrance is meant to be highly accessible to hurried shoppers so they will make impulse purchases.
The fresh floral juice, concocted by Mark Buxton of Creations Aromatiques, features top notes of winter bergamot, sap and nettle flowers; middle notes of white orchid, sweet pea and cyclamen, and base notes of sandalwood and massoia.
Into the Blue has a sky blue frosted bottle and a matching blue, sun-dappled box in keeping with its travel-retail theme. That blue will also pop up in point-of-sale displays, plus the advertising featuring a kissing couple, which will break at launch time in in-flight magazines and professional travel-retail press. There will also be 2-ml. spray samples.
Into the Blue will be available as 50-ml. eau de toilette sprays and will retail for $30 in the U.S. A two-fragrance pack will be sold for $54.